Facebook just turned the internet advertising market upside down. The social network announced this summer that it was going to allow segmenting the ads it serves to its users using the browsing history outside of the consumers’ social network. Thus, brands can not only decide who the ads serve based on likes and activities within Facebook but also outside of it. Until now, Facebook only allowed retargeting (brands could show ads to those users who have just visited their website before entering Facebook) but from now on it allows collecting any data about their browsing history to do so (and as with other networks of online advertising , anything that has been visited allows segmenting what is displayed). The decision powerfully angered some industry players, who were up in arms against Facebook’s new position due to the effects it will have on its status as an advertising medium. For content sites it is difficult to fight against what Facebook offers. For brands it is like putting the wolf inside the house.
But that’s not the only controversial decision Facebook has made in the advertising market. This week Atlas, the advertising platform of the social network, began to work, which allows not only segmenting the ads within Facebook but also taking the intelligence of what was found on Facebook to apply it outside (which makes Facebook become a very dangerous competitor for companies that sell online advertising). Facebook has not created its own internet ad network. It is not exactly that. But he has done something that positions him in that career. Facebook will allow companies to do data mining with the data they have on users to know who they are Nigeria WhatsApp Number List facing and make a bet on more efficient advertising. And that data that they have collected will not necessarily be used in the ads they buy on Facebook, they will be able to use it in their campaigns outside the social network. By knowing, Atlas lets you even know how many people have actually bought a product after seeing the ad.
And the prospect has not thrilled consumers, as Facebook really knows everything about its users. It is no longer just a matter of knowing what they like and who they are (the network forces you to use a real identity to open a profile) but it is also present at every point of the daily life of the Internet user. You just have to download the Facebook mobile app for the social network to link the profile to a phone and add even more layers of information about its consumers, as they remember in Slate. Facebook can therefore follow the consumer on all the devices they use and track their browsing in a way that few can. Although Android and iOS smartphones allow, thanks to the options of the app, to limit the monitoring of what is done of what happens on the smartphone, few users possibly actually do it.
Atlas is not going to share the user’s name (as they joke in The Verge it is not going to give the blood type to the advertisers) and, deep down, it is not going to allow to do more than what other platforms already do ( Google also sells a lot of this data to advertisers), but the truth is that the future potential is so high and Facebook’s past in privacy matters so complex that not a few have already expressed concern. And also, and although they insist that they are not going to tell advertisers who is who, in their defense of their tool they do remember that they do know who is behind all those profiles.
Perhaps soon the communication managers of Facebook will begin to count and analyze the negative impacts that this launch can have on the brand image (right now the coverage is focusing mainly on how this movement positions Facebook to fight for the market of the online advertising doing a lot of damage to giants like Google), because some criticisms are already beginning to emerge and, above all, ways and tips are already beginning to appear on how to avoid being under the Atlas umbrella.
The first advice that appears among bloggers who have already raised a cry is to directly leave Facebook, although the experiences of leaving the social network (massive days of unsubscription included) have not been very successful. Possibly the alternative tools that have already started to appear will work more to counter the potential of Atlas. The popular AdBlock has already announced that it is prepared to protect its consumers from the tentacles of Facebook. “For many users this will be unacceptable, either because they are concerned about the privacy of their data, because they do not want to be offered ads based on that data or both,” they explain on their blog. “We signed